lights, camera, action: how to roll out a · pdf filedonna hill, marketing strategist ......
TRANSCRIPT
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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2017 Society for Healthcare Strategy & Market Development
LIGHTS, CAMERA, ACTION:
HOW TO ROLL OUT A WINNING
VIDEO CONTENT STRATEGY WITH NO BUDGET
Keith Whitworth, MBA, Director of MarketingDonna Hill, Marketing Strategist
University of Arkansas for Medical Sciences (UAMS)
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Learning Objectives
Understand the impact videos can have on your marketing strategy and how to improve your digital marketing strategy
Strategy -- Understand the impact videos can have on your marketing strategy and how to improve your digital marketing strategy
Resources -- Learn how to use existing resources to quickly produce video content with no budget, improving the reputation of your physicians and your brand
Best Practices -- See examples and analytics for videos to tell your stories and add video content to web pages, physician profiles and social media
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About UAMS• Established in 1879
• 450 beds
• More than 10,000 employees
+ 2,890 students
+ 782 residents
• Regional clinics and educational
centers, adult level 1 trauma center
• Arkansas’ only academic
medical center
• Affiliates – Arkansas Children’s
Hospital and VA Medical Center
• 7 institutes – cancer, eye, aging,
myeloma, psychiatry, research,
spine
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The play button is the most compelling call to action on the web.
-- Michael Litt
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Video MarketingAccording to Social Media Today, retention rate for
visual information can reach 65% vs. 10% for text-
based information
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74%By 2017, online video will account for 74% of all web traffic
Source: Cisco
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More video content is uploaded to the web in 1 single month than TV has created in 3 decades
Source: Cisco
vs.
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Source: YouTube
5 BILLION!
YouTube averages more than 5 billion hits every day
100% Mobile video consumption grows by 100% every year
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YouTube -- Search Engine
• YouTube is the second largest search engine (second only to Google)
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Video Content
Promotes Brand Recall
• Per Hubspot, 80% of customers remember a video they’ve watched in the last month
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Video is Shared
• Per Invodo, 92% of people who consume mobile videos share them with others – higher than any other content
• Simply Measured found that videos are shared 12x more than links and text posts
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Everybody Video
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How Video Meets
Your Business Needs
• Population health
• Patient experience
• Physician features
• Social media
• Search engine optimization
• Pop culture
• Nurturing campaigns
• Digital video advertising
• Content marketing
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Types of Videos
• DIY – quantity over quality
Profile
Educational
Testimonial
• About Us – Consider hiring a pro
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Consumers Have Access
Anytime, Anywhere• Video performs well across all devices –
desktop, laptop, tablet, mobile, TV
• Per eMarketer, preference for viewing short video clips on smartphones has grown substantially from 28% in 2016 to 41% in 2017
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Multi-Channel
• Video can be used in multiple channels, regardless of where consumers are in their journey
Awareness
Conversion
Retention
Advocacy
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UAMS Journey• 100+ experts to interview with no budget
• Estimate of $400 per physician
• Started with physician profiles
• Strategy evolved into playlists for doctor questions, service lines, medical myths and more
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Evolution
• Use graphics to brand your videos
• Strong call to action
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Ask-a-Doctor Playlist
17,284 views on YouTube (YouTube views do not include other social media stats such as autoplay on Facebook)
14,108 views on YouTube
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Strategy Rules
• What are your goals?
• What are your market differentiators?
• What are your competitors doing?
• Make a list of standard video profile questions
• As much as possible, measure your results to adjust your strategy as needed
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How to DIY• Ask your doctors and nurses – most frequently asked
questions in clinic
• Research online and look to see what your competitors are doing
• Brainstorm informally with others to develop your content strategy
• Find a partner to help you on the shoot
• Buy some low-cost tools for your smartphone
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Use Existing Assets
• Your stars -- physicians who will communicate well on camera
• In a studio or on location – equipment is very portable
• Equipment owned by your department or readily available for loan
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Build Your Toolkit
• You probably have most of the items needed to produce a video = NO budget!
• Some of these tools are optional
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Lights, Camera, Action!
Set
Recording Device
Lighting
Audio
Camera Stability
Camera Position
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Choose Your Device
• DSLR, Smartphones
• Before you shoot, check out one of the many tutorials online
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Lighting is Critical
• Don’t rely on camera light
• Don’t aim camera at light
• Do use natural light, portable lights (lamps) or lights for video
• Do move camera as needed to get appropriate light balance
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Audio is Crucial
• Just as important as video quality
• Bad audio can ruin a video
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Camera Stability
• B-roll -- use both hands to brace camera
• Optimal – use a handheld stabilizer or tripod
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Camera Position
• Vertical/portraitBetter when integrated in a post on a smartphone
• Horizontal/landscapeBetter for computer screen, TV or smartphone turned horizontally
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Options• Lens
• Dolly
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Ready to Roll
• Make your physicians as comfortable as possible
• Be flexible
• Be inquisitive and let your experts talk
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Prep Your Talent
Confirmation should include:
• Where to come, when, etc.
• What to wear
• List of questions
• Explanation of the video style with link to examples
• Offer to pre-interview
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Tips for the Director
• Record wide, medium and close up – helps with editing
• Check the framing
• Record “b-roll” to cover edits
• Record plenty in order to create several short videos from one interview
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That’s a Wrap
• After the shoot, edit the video to leave as little footage on the cutting room floor as possible
• Use a new-ish computer
• HD takes a lot of space – store footage on an external drive
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Post-Production Movie Magic• Repurpose or create graphics to brand your
videos
• Editing tools
iPhone – iMovie
Adobe Premiere Clip
Pinnacle Studio Pro
PowerDirector Video Editor
Filmic Pro
+ MANY, MANY MORE!
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Where to Use Your Videos
• Physician directory
• Online listings
• Web pages
• Social media accounts
• Newsletters
• Advertising (pre-roll, etc.)
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Newsletters• As reported by HubSpot, adding a video to marketing
e-mails can boost click-through rates by 200 – 300%
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UAMS Results
• 20% increase in appointments scheduled with OB/GYN physicians who have profile videos
• Views much higher than anticipated for some videos
• Video content used as an advertising tactic
20%
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Video Marketing Boosts SEO
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Brand Awareness Boost Post –Sasha/Neurosurgery
$200November 20-24Ran for 4 days starting on Sunday, ending on Thursday
Facebook targeting: men and women, age 18 to 65+, state of Arkansas
• 70,003 people reached• 54,623 paid reach • 12,318 organic reach• 28,937 engagements• 28,445 video views• 482 likes• 107 shares• 44 page likes• 22 comments
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Three Key Take-Aways
Video content is one of the most powerful marketing tools with many uses
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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2017 Society for Healthcare Strategy & Market Development
Thank you!
Keith Whitworth, MBA – [email protected]
Donna Hill – [email protected]
Please be sure to complete the session evaluation on the mobile app!